unHealth Talk is a social marketing intervention to improve body image among female
undergraduate students at the Massachusetts Institute of Technology.
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unHealth Talk: A Social Marketing Campaign for MIT
1. A social marketing intervention to improve body image
among female undergraduate students at the
Massachusetts Institute of Technology
UNHEALTH TALK:
2. “FAT TALK”
Self-disparaging comments made in everyday conversation like, “She’s
too fat to be wearing that,” “I need to lose 10 lbs,” “I shouldn’t eat this” or
“You look great, have you lost weight?
3. FAT TALK: LITERATURE REVIEW
Individual level:
Associated with greater
body image dissatisfaction
Associated with thin-ideal
internalization
Social level:
Perpetuates a never-ending
cycle of personal and
normative body image
disturbance
4. MY TASK:
Create an original social marketing campaign to
address fat talk and reduce body image disturbance
that speaks to the unique experience of female
students at MIT
6. RESULTS
Students hate the term “fat talk”
Students perceive the prevalence of fat talk at MIT
to be lower than average
Students believe fat talk helps motivate them to
lose weight/exercise
7. ACADEMIC STRESS
Stress eating
Not having time to cook or exercise because of
rigorous academic course load
Eating junk food at night to stay awake while
studying
8. PERFECTIONISM
Perfectionism is part of
the culture at MIT
Students need to be
perfect in all aspects of
their lives
“Suffer in silence”; asking
for help is tantamount to
admitting failure
9. STEREOTYPES
Caught in the “pretty” vs. “smart” false dichotomy
Judged for putting too much effort into their
appearance; judged for putting too little effort into
their appearance
isawyou.mit.edu website
10. “THIRD PERSON EFFECT”
Students are well educated and highly analytical
Aware of body image disturbance; understand that
they should reject the thin-ideal
Therefore, students feel they should be “above it”
Admitting they struggle with body image is
shameful
12. THEORETICAL FRAMEWORK
Social Marketing
Exchange theory
Cognitive Dissonance Theory
Social Cognitive Theory
Modeling/observational learning
Theory of Planned Behavior and Reasoned Action
Behavioral beliefs and attitudes toward the behavior
Normative beliefs and subjective norms
Control beliefs and perceived behavioral control
Social norms approach
13. STRATEGY:
Persuade students to replace unhealth talk with
positive health and body talk
Why?
It will make you feel better.
Because?
It will help you focus on what you are accomplishing rather
than what you are unable to accomplish
It will help you focus on positive, health-based reasons to
eat healthy and exercise rather than negative,
appearance-based reasons
It will provide a more effective source of motivation to
engage in healthy behaviors
14. MESSAGE CONCEPT 1
I need to get to the gym because I need to lose 10 lbs.
I want to go to the gym because working out makes me
feel good.
unHealth Talk = unHealthy
Speak smarter. Feel better.
15. MESSAGE CONCEPT 2
I only studied for two hours last night.
I got two hours of studying done AND hung out with
my friends last night!
unHealth Talk = unProductive
Speak smarter. Feel better.
16. MESSAGE CONCEPT 3
I saw you today in class. You’re too cute to be at MIT.
I saw you today in class. You’re as smart as you are
cute.
unHealth Talk = unKind
Speak smarter. Feel better.